BRAND STORY: The purpose of these videos should be to, in a sense, introduce yourself to your viewers. Tell your audience the story of your brand, rave about your core values, and convince them your company is unique and worth their time. Nothing helps your audience (read: potential customers) identify and relate to your business than a solid brand video. A video puts a face to a name and allows an audience to see the genuine nature of your business and offering. People like buying from people. If they have confidence in you that hugely increases their likelihood to buy from you.

TESTIMONIAL & BIO-STORY: In order to fully understand the value of video testimonials, you must look at the two root words: video and testimonial. Video has quickly become the most effective content medium in Internet marketing. Whether it’s a product video, live streaming event, or testimonial, video engages users unlike any other alternative content form. Then you look at the testimonial aspect. Testimonials – whether written, visual, or auditory – always hold great value with customers. When people make a purchase, they want social proof from unbiased sources. Testimonials provide just that. So, it stands to reason, when you combine video with the traditional testimonial, that the result will produce high returns.

PROMOTIONAL: The most obvious promotional video definition is a business video with the intent to promote your products and services to customers and prospects. But, this type of video goes a tad more in depth than just yammering off the things you do. The true promotional video definition is that it’s a piece of content specifically designed to be a personal conversation between you and your customer. Although you can still pitch something, the ultimate goal is to give the audience a feel for your brand and what your business is about, i.e. your values.

PRODUCT & SERVICE: No matter what kind of product you create or service you provide, it needs to be sold! This is where a “product” video comes into the picture. It allows you to perfectly present your product and message to your target demographic for sales, marketing, or promotional purposes. Of course you want to tell people all about the features but more than that, you want to excite them for a bigger idea. You don’t sell gym memberships, you sell the idea of being your best healthy and happy self. This is true for EVERY product in existence. You sell the potential, the big dream, the solution of the problem that people can relate to.

COMMERCIAL: You’ve got to promote your product, service or brand. Commercial video does just that in a short, concise, and exciting way. Its goal. The goal is to raise awareness, acquire new leads, nurture existing ones and increase conversions. Traditionally these videos where pushed out to an audience through broadcast and backed by media spend. Not so much today. Internet commercials have many of the same benefits of broadcast commercials, without the price tag. They can be inexpensive to produce and still reach a large, targeted audience. Internet commercials can also be shared on your business’ website and social media, racking up views and exposure.

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